A Framework for CX Transformation

Key Insights

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  Verizon’s design group is positioned within marketing, influencing how design interacts with business units and leadership.

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  Differentiating CX from UX is crucial; CX encompasses all brand interactions, not just digital interfaces.

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  Design maturity spans from evangelism (raising awareness) to operations (embedding design in decision-making). Verizon sits between these stages.

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  A well-articulated purpose and guiding principles are foundational for elevating design impact within large organizations.

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  Experience principles should reflect company values, customer needs, and baseline industry best practices.

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  Using simple, familiar language for principles broadens adoption beyond design teams to non-design employees.

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  Leadership buy-in, especially from the CMO, can unexpectedly propel principles into company-wide brand strategy.

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  Piloting customer surveys that directly map experience principles to metrics enables tangible measurement of design impact.

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  Operationalizing principles requires creating practical tools like evaluation checklists and workshop activities for teams.

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  Cross-functional collaboration between design leadership, design ops, and other stakeholders is key to successful CX transformation.

Notable Quotes